Contagious: Why Things Catch On

by Jonah Berger

Market research often focuses on consumers’ immediate reaction to an advertising message or campaign. That might be valuable in situations where the consumer is immediately offered a chance to buy the product. But in most cases, people hear an ad one day and then go to the store days or weeks later. If they’re not triggered to think about it, how will they remember that ad when they’re at the store?

Triggers and cues lead people to talk, choose, and use. Social currency gets people talking, but Triggers keep them talking. Top of mind means tip of tongue.

“Three Whys” to find the emotional core of an idea. Write down why you think people are doing something. Then ask “Why is this important?” three times. Each time you do this, note your answer, and you’ll notice that you drill down further and further toward uncovering not only the core of an idea, but the emotion behind it.

Write down why you think people are doing something. Then ask “Why is this important?” three times. Each time you do this, note your answer, and you’ll notice that you drill down further and further toward uncovering not only the core of an idea, but the emotion behind it.

Students apply to York College Why is this important? They want to get a college education at a private college